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12 of September of 2008 | 14:14

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Interview: Eduardo Jordão talks about Melissa’s big party in London

Fashionistas are already counting the days for Melissa + Zaha Hadid’s launching party, which will take place in The Wapping Project, in London, on the 18th of September. The event is expected to be a highlight on the social agenda of London Fashion Week (14th to 19th of September). Eduardo Jordão de Magalhães, the man behind Melissa’s international marketing and projects like partnerships with important designers, anticipated some of the party’s details. Zaha is coming, great music is guaranteed, MAC gifts and more… Take a look at the chat ;-) How is everything going for Melissa’s party? It’s running just fine. We are just a week from the party! The giant reproduction of Zaha’s Melissa [which will be placed at the entrance of the party] is already on its way from Brazil to London… Now the difficult part is to reduce the guest list, which is already over 678 people! Only 350 are allowed. The truth is everyone is very excited about it. It’s Melissa’s first international party, and many important people will be present, including the press and VIPs. Who’s playing this night? The people from Ponystep, from the extinct BoomBox, will be the residents. As guests, we’ll have Roksanda Ilincic and the editor of Dazed&Confused – and also a DJ –, Jefferson Hack. And there will be a special guest, but that remains a secret… Why The Wapping Project? Because it’s a space that contrasts with Zaha’s work… It’s an old power station, which has this “industrial” aspect that is interesting. Besides, it’s a beautiful Victorian-style building! We were also attracted to Julie Wright’s work. She is the curator for The Wapping Project, a movie and theater director, connected to fashion and gastronomy, and many other things. A “does it all” kind of artist! And, of course, it houses one of Zaha’s favorite restaurants in London. Is Zaha coming??? Yes, she has already confirmed. Actually, she asked for a pair of her Melissas to wear in the party. We’ll see if we can arrange it in time... She will be in Venice’s Bienal, where she has a whole pavilion, and will travel from there directly to London in a private jet. Zaha doesn’t take commercial flights. What else can fashionistas in London wait for? The guest list is awesome… But actually we are organizing an intimate party, so the attractions are more related to what will be served, the decoration, which counts on Vitra’s sponsorship, and details like the MAC make up bags that will be offered to the guests. Talking about it, the colors of the eyeshadows were specially chosen to celebrate the partnership between Melissa and Zaha. Please give us the names of some special guests… Gareth Pugh, Julie Verhoeven, Kate Moss, Sienna Miller, Lily Allen.... Besides editors and journalists of the most important magazines, newspapers and websites internationally. What are people taking about the party? Is some gossip going on? Melissa’s party is the most “talked about” event for London Fashion Week, together with Colette’s party with Top Shop. Everybody is confirmed. We’ll have a lot of fun! Anything else? The day after the party, Melissa + Zaha Hadid will be exhibited in Dover Street Market, which is being completely redecorated for London Fashion Week. The displays were created by the same Zaha and are just beautiful… Her Melissa will be sold only from November on and there’s already a waiting list of 184 people! And, as for the party, there’s always the unexpected…

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    FNO, Julie Verhoeven, Galeria Melissa, NY Alessandra Ambrosio, Galeria Melissa NY Liberty, Ultra+Liberty, GM, Galeria Melissa, Spring Brazil Foundation, Ong, NY, Baile, Gala, Grendene BrazilFoundation Annual Gala galeria melissa Sao Paulo, Lego, art, instalation coolbrands, book pop up store, Melissa, London, Julie Verhoeven, Kleber Matheus Pedro Lourenço, collection, ss'13 Pandemonia, interview, art Clements Ribeiro, show, LFW, summer'13, Possesion Julie Verhoeven, Galeria Melissa NY, Ultragirl, Fashion Night Out Heel Candy, Australia, art, exhibition Footwer plus awards melissa pop up shop, London, party Brazil Foundation, Ong, NY, Baile, Gala, Melissa, social, celebrity
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